Assessing the Pyramid (2019)

During Spring 2019, we investigated how 3,000 Serious Golfers evaluate new technology, how they gather information on new products and technology, and what influences them to purchase.

Objectives

To highlight the changes in attitudes and behaviors, the analysis concentrates on whether the “Trickle Down” effect still drives golf equipment sales.

The third instalment of the study identifies, evaluates, analyzes and develops a deeper understanding of the impact and influence various sub-segments of the golf population have on the dissemination of information, trial and subsequent purchase of golf equipment.

Insights

The 745-page report is divided into three distinct sections:

1 Findings & Commentary

Assessing the Pyramid
Highlights from the Traditional Pyramid of Influences

2 Data Segmentations

The Traditional Pyramid – Select research results by category segmented by Handicap
The Alpha Consumer – Select research results by category segmented by those who purchase at a higher rate
The Leading Edge Innovator – Select research results by category segmented by those who “must have” the latest technology
Opinion Influencers – Select research results by category segmented by those who Believe Others are Very Interested in their Opinions
Brand Loyalists – Select research results by category segmented by those we are Very Brand loyal to Club, Ball & Shoe Brands
Income – Select Research results by category segmented by income ranges
Age – Select research results by category segmented by age breakout
Facility – Select research results by category segmented by facility played most often
Gender – Select research results by category segmented by gender

3 Topline Results

Demographics – Gender, Age, Handicap, Annual Rounds Played, Years Played, Facility, Household Income
Serious Golfer Profile
Perceptions & Opinions (How “serious golfers” see themselves as influencers, how they believe their golfing friends and associates view them and how they feel about various influencers in their lives)
Media Preferences (Opinions and usage of various media outlets)
Brand Orientation (How “serious golfers” feel about branded products in their lives)
Purchase Influencers & Triggers
Shopping & Purchase Behavior (What influences serious golfers when it comes to evaluating and purchasing new golf equipment)
Individual Category Section (Usage, pricing and purchase behavior, including pre-purchase behavior and purchase decision influencers) Drivers, Iron Sets, Golf Balls, & Golf Shoes.

Methodology

Cost

Cost $795